Westpac Continues 'Help' Campaign to Support Australians Separating From a Partner

Westpac has launched the latest iteration of its help campaign via DDB Sydney, focusing on an issue many Australians face - separating from a partner.

Drawing on the brand's commitment to helping Australians in the moments that matter, the campaign depicts the story of an Australian family going through a separation from the perspective of a young boy helping his parents navigate a difficult time in their lives.

Says Westpac Group Head of Brand, Advertising & Media, Jenny Melhuish: "Separating from a partner can be really hard, both emotionally and financially. 49 per cent of people put off looking into financial matters when they were separating, no doubt because it can feel incredibly overwhelming. We've been developing tangible help for our customers, and our campaign aims to highlight what we can do to relieve financial uncertainty."

With three in five of those considering separating from a partner not knowing where to start, Westpac has created a hub to house a range of free, easy to use checklists and resources, developed with divorce experts, to help couples navigate a separation. There is also information about how Westpac can help by giving its customers breathing space through payment relief and access to low interest funds to help them get back up on their feet.

Says DDB creative partner Noah Regan: "Separation was the most difficult life moment to tackle so far. Like so many Australian families, most of the team had experienced the deep emotional pain and financial strain of divorce. We put a lot of heart into it and I feel we've told the story with the sensitivity and heart it deserves. We're blessed to have such a brave and visionary client to push us to create this sort of work."

Adds DDB Australia CEO Andrew Little: "The continuation of help is beautifully represented by this latest campaign. The work that the Westpac team have done to deliver real help to customers going through separation, and their investment in long format storytelling to address an important issue, is remarkable. This is my favourite campaign in the help series so far."